Objective: Link HiPRO’s nutritional value and product quality to elite performance, in the lead-up to the Olympic Games — by spotlighting the full journey “from farm to fuel,” through the eyes of an athlete.
Strategy
Danone approached Armoni Visual Lab to build a storytelling campaign that would:
- Humanize the HiPRO supply chain (from farms to factories)
- Connect sport nutrition to Olympic-level performance
- Deliver a mix of education, authenticity, and entertainment
We chose to create a content-led campaign that follows a high-performing athlete across the HiPRO journey — from meeting farmers and workers to performing BMX tricks on-site. The result: a campaign as real and dynamic as the brand promise itself.
Casting
We cast Matthias Dandois, world champion BMX flatlander and social media favorite, as the face of the campaign.
Why Matthias?
- Olympic relevance & elite credibility
- Energetic, charismatic, and highly relatable
- A natural content creator with a strong digital following
His presence added performance, positivity, and personality — aligning perfectly with HiPRO’s high-energy, health-conscious DNA.
Execution
Armoni Visual Lab oversaw the full production lifecycle:
- 📍 Organized on-site visits to HiPRO production farms and factories across France
- 🎥 Filmed two hero videos:
- One showing Matthias meeting real producers and exploring the journey of HiPRO ingredients
- One focused on sports & performance, featuring Matthias doing freestyle BMX tricks inside the factory itself
- 🎞️ Mixed educational content (nutrition, origin, traceability) with entertainment (movement, humor, personality)
- 📱 Delivered multiple formats for Instagram, YouTube, and internal Danone channels
Results
- 📊 +2.5M views across Danone France & HiPRO social media channels
- 🚀 Significantly increased brand recall for HiPRO in Olympic-year context
- 💡 Recognized internally by Danone as a flagship content model for brand storytelling
- 👥 Audience praised the authentic behind-the-scenes look and Matthias’s charisma
- 🏋️♂️ Strengthened HiPRO’s positioning as a serious brand for everyday athletes
